Every AD plan starts with the crucial question: which audiences? Deriving Audience goals from our mission and analysis is a difficult step but looking at our audiences, under-standing them, and segmenting them can be even harder. No AD process can be set before admitting that we probably can’t reach every-body, and we certainly can’t reach them at the same time. Segmenting is therefore a critical step for recognising audience needs and purposes in order to plan properly. During the workshop participants will learn how to de-fine segments and how to prioritise them.